DR. Martens' X Cottage Core
| 2020 | Outcomes, Insights, Concept Design, Styling
Combining aesthetically opposing brands and fashion trends, Dr. Martens' and Cottage Core, to create a digital outcome - A Dr. Martens' x Cottage Core, interactive music video with artists Chloe and Halle
Concept:
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Through identifying improvements that can be made within both Cottage core and Dr. Martens', I created a digital outcome that provides a solution; Dr. Martens' providing alternative methods of their live music during the pandemic, and Cottage core's lack of diversity. With the combination of introducing high profile figures, Chloe x Halle, WOC, Gen Z, musicians and activists who partake in Cottage core and Dr. Martens' need for live music, to create a 3D interactive live music video, following a refined Cottage core aesthetic to fit Dr. Martens' brand image.
My Roles:
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- Primary and secondary research
- Insights
- 3 concepts
- Idea Generation
- Mock ups
- Visual report
- Styling and location
- Consumer profile
- Casting
- Digital outcome
Key Insights:
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Cottage Core Is An Exclusive Trend:
Cottage core is a trend that creates a sense of being within the white LGBTQ+ community however, is exclusive to this community, heavily excluding minorities and POC.
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Dr. Martens' Consumer Want For Live Music During The Pandemic:
With the pandemic being very new in 2020, the music events industry had suffered in finding alternative methods to provide the same nostalgia as live events.
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Dr. Martens' Want To Brand Towards All Generations, Specifically Gen Z:
Doc's are a boot for all generations, which is why targeting to all generations is essential, but marketing towards Gen Z has portrayed to be harder for the brand, compared to others.
Feedback:
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"Congratulations Lauren, this is an excellent body of work, which demonstrates an exceptional level of understanding and commitment!"
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"You have exhausted many fascinating directions of research, which inspire some very interesting possibilities"
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"The concept mood boards are beautiful, current, and relevant, with your outcome being unpredictable, but supports your consumer and brand research perfectly"